MUMBAI: New media company Sooperfly has joined hands with veteran finance journalist and former India Today Group editor - business television Vivek Law to launch a multi-platform, multi-format brand in the personal finance genre. The new brand will target online Indians across multiple social and digital platforms, who are seeking financial advice and insights.

With an aim to redefine the genre and garner new audiences through friendlier programming, the video-first brand will have a mix of Hindi and English content featuring primarily bite-sized content.

The partnership will be set in motion with content around the impending Union Budget 2016, especially for the young investor.

Talking about the digital debut, Law said, “After a decade each in print and television, I am thrilled to partner with Sooperfly in my foray into digital journalism. I have been passionate about personal finance and financial literacy and I do believe this venture will help reach out to audiences that are increasingly consuming information through digital, instead of conventional platforms.”

“Personal finance or money management is a high priority focus for online Indians everywhere, yet it’s also a subject most are intimidated by. Expertise and credibility must power any solution to this problem. Vivek embodies both qualities in the superlative and we share a common vision of how to build a sustainable business in resolving this pain point. We’re thrilled to announce this partnership as one of the primary pillars on which we’re building Sooperfly,” added Sooperfly and The 120 Media Collective founder and CEO Roopak Saluja.